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KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad

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  • Title:
    KARAKTERISTIKE OGLASA I PONAŠAJNI ISHODI U KONTEKSTU VIDEO OGLAŠAVANJA : Diplomski rad
  • Author: Huljev, Magdalena
  • Subjects: DRUŠTVENE ZNANOSTI ; Ekonomija ; Marketing
  • Description: Svrha ovog rada bila je utvrditi povezanost karakteristika video oglasa (duljine, informativnosti, humorističnosti i nametljivosti) s ponašajnim ishodima (stavovi, namjera kupovine, kupovina, širenje usmene komunikacije), kao i utjecaj stavova na navedene ishode ponašanja potrošača. Rezultati istraživanja pokazuju da je najznačajnija karakteristika za stavove humorističnost video oglasa, te da su karakteristike informativnosti, humorističnosti i nametljivosti, za razliku od duljine oglasa, značajno povezane s namjerom kupovine, kupovinom i širenjem usmene komunikacije pri čemu je najsnažniji utjecaj primijećen kod humorističnosti. Također, rezultati pokazuju da su stavovi potrošača prema video oglasu/oglašavanju pozitivno povezani s ponašanjem potrošača i to najsnažnije sa širenjem usmene komunikacije, te potom s namjerom kupovine i kupovinom. Dobiveni rezultati predstavljaju nove spoznaje u teorijskom smislu, te ujedno imaju i vrijedne praktične implikacije. The purpose of this study was to determine the relationship between the characteristics of video ads (length, informativeness, humor and intrusiveness) and behavioral outcomes (attitudes, purchase intention, purchase, word of mouth communication), as well as the impact of video ad attitudes on such behavioral outcomes. The research results show that humor is the most important video ad characteristic for attitudes, and that video characteristics of informativeness, humor and intrusiveness, unlike the ad length, are significantly related to the purchase intention, purchase and word of mouth communication, whereas this impact is the strongest in terms of humor characteristic. Furthermore, the results show that consumer attitudes towards video advertising are positively related to consumer behavior, whereby the strongest impact is noticed on WOM, followed by purchase intention and purchase. The obtained results represent novel theoretical findings, while also denoting valuable practical implications.
  • Publisher: Sveučilište u Splitu. Ekonomski fakultet
  • Creation Date: 2021
  • Language: Croatian
  • Source: DABAR Digital Academic Archives and Repositories
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